Of all the potential trends for 2009 I think Social Periphery is the most interesting. It effects everything we do and changes everything we will do. It influences the future form of interactive creative work as well as the way interactive narratives or campaigns should be structured.
It also encompasses another old favourite of mine – [...]
Brand Reality Creative – Breaking away from the objective correlative in advertising and interactive.
Traditional advertising and marketing communications are frequently based on the concept of the objective correlative4 – where an object or person (signifier) represents a value or function that is transferred to the product or service (signified). The link between the product/service and the signifier does not have to be a literal or strong one but [...]
The Semantic web – humanising information is more important than how you store it
“The semantic web provides a common framework that allows data to be shared and reused across application, enterprise and community boundaries” (W3C). It is a future where computers can understand the meaning of information as well as its format or type and can then serve it accordingly. It is smarter, personalised and almost infinitely granular.
In [...]
Interactive in the real world, what’s next?
Clouds, Crowds and Brand Reality Creative: distributed creativity and information, collaborative tools and ideas.
Evolutions of unseen, underlying technologies can often have the most fundamental long-term effects in the world of interactive and digital marketing. Seemingly unglamorous or technically obtuse changes can lead to an explosion in the possibilities of creativity and communications. If the adoption [...]
